The holiday shopping season has never been more digitally driven, and in 2025, Black Friday consumer trends show a marked shift in how UK shoppers are spending, searching, and engaging. More consumers are participating in Black Friday and Cyber Monday (BFCM), seeking deals earlier and across multiple channels. Understanding these trends is crucial for brands that want to capture attention, build loyalty, and drive conversions.
Black Friday Consumer Trends to Keep on Your Radar in 2025
How Consumers Are Approaching BFCM With Strategic Spending
Although many consumers remain mindful of costs, Black Friday and Cyber Monday remain key opportunities to drive sales. Younger generations – particularly Gen Z and millennials – are leading holiday spending intent, with more shoppers planning to participate this year than in 2024.
Brands can reach these new participants by combining broad-reach campaigns (paid search and social ads) with targeted incentives for existing customers who haven’t previously engaged with BFCM promotions.
Value, Price Sensitivity, and Consumer Expectations
In 2025, 72.7% of consumers value personalised offers, though concern over privacy and relevance is growing.
Nearly half of shoppers will switch brands if deals disappear. Strategies like product bundles and clear promotion communication can maintain perceived value while protecting margins.
Online dominance continues
While UK consumers still visit physical stores, online shopping is now dominant. Google-commissioned research shows that most shoppers research products online before purchasing in-store, making omnichannel digital marketing campaigns essential.
Social commerce is growing rapidly: nearly 46% of Gen Z use TikTok and Instagram as primary search tools, while referral traffic from social channels continues to rise. Retailers should therefore integrate social-first campaigns, including interactive content and direct shopping experiences.
Early Engagement is Key
Shoppers are no longer willing to wait until Cyber Week to hear about deals. Over a third want promotions starting by October 28, with nearly one in five hoping for even earlier access. Only 19.4% are willing to wait until Cyber Week.
For retailers, this means that pre-Black Friday campaigns are essential. Engaging consumers early allows brands to capture attention before inboxes become saturated, giving them a better chance of influencing purchase decisions.
Omnichannel Preferences and Messaging Trends
Omnichannel remains vital, though shoppers are increasingly selective. While 71.7% still want messages across multiple channels (down from 78.5% in 2024), relevance now outweighs volume. Email leads for promotions (56.5%), followed by websites and social ads. Nearly half of consumers also prefer at least one mobile messaging option, such as SMS or WhatsApp.
Younger audiences respond well to interactive formats like RCS, with over 60% of Gen Z and millennials likely to engage. Tailoring messaging by age and region can maximise effectiveness.
The Personalisation Balancing Act
Personalisation remains important but must add real value. While 72.7% still appreciate personalised offers, 16.9% find them invasive. Shoppers respond best to context-driven recommendations and time-sensitive promotions.
AI continues to shape holiday shopping. One in three consumers trusts AI recommendations as part of their holiday shopping in 2025, meanwhile chatbots will help with order tracking, product discovery, and after-hours support. Privacy remains a concern, with 43.6% flagging data use as a worry.
AI and Conversational Messaging
Interactive messaging apps like WhatsApp and RCS enhance engagement, particularly for younger consumers. When asked, 54% of shoppers preferred RCS promotions over basic SMS, highlighting the opportunity for rich, two-way communication during peak BFCM periods.
However, privacy concerns persist, with 43.6% of consumers flagging data use as a major worry. Brands that are transparent about AI’s role in their communications and data handling are more likely to earn consumer confidence.
Effective Strategies to Capitalise on Black Friday Consumer Trends in 2025
Building on these insights, retailers can adopt several strategies to improve their BFCM communications:
- Start early and use the right channels: Launch campaigns by late October, combining email, social, and mobile messaging.
- Make personalisation meaningful: Only personalise where it adds value, avoiding intrusive targeting.
- Embrace conversational messaging: Enable direct engagement through WhatsApp and RCS to enhance the shopping experience.
- Prioritise transparency and privacy: Clearly communicate AI use and data practices to build trust.
Explore More Insights
Looking to build a successful Black Friday strategy? From creative campaigns to paid media planning and practical tips, these guides cover the full spectrum of approaches to help your brand capture attention, engage shoppers, and maximise results: